Recently I was asked to give a brief presentation on Linkedin. The following are some of the resources I came across as I formalized a presentation.

Video from the folks at Common Craft:

Power Point from the discussion:

Agenda & Notes:

Agenda
1. Start simple
2. Discover : Develop
o Use : Customize
3. Work the plan
o Hold Gains & Keep Tweaking

1. Start simple and develop
BEGINNER
Video: Common Craft on Linkedin
• Picture!
o seth godin “single most important thing” source article: http://sethgodin.typepad.com/seths_blog/2009/04/the-power-of-a-tiny-picture-how-to-improve-your-social-network-brand.html
• Resume/C.V.
o Job History, experiences, schooling & other qualifications
o Build your network before you need it
o Thomas Carroll found this great resource for building up your profile: http://couplajerks.com/wp-content/uploads/2009/04/building-a-linkedin-profile.pdf
• Testimonials
o Credibility with out “bragging”
o Build authority
o Build reciprocity by recommending others
o Build social proof
o Build liking by sharing and being open/vulnerable

ADVANCED
Before you start, consider if you can maintain the new thing? It’s best to start slow and add features as you become comfortable…

• Question was raised: Paid level of service?
o IMO, I tried it for a few months, ended up reverting – there’s so much that’s free before you ever need to pay
• Keep it fresh, more info = more chance for connecting points
• Connect in Blogs
• Status updates & Profile updates
o Keeps the conversation alive
o Caution: No or soft selling (same as Twitter)
o Both can give you more visibility (5-8 brand awareness)
• Twitter – link together, caution FB story
• Polls – broad base for simple data collection
• Slide shows
• Calendar and events
• Answer questions in your domain of expertise (free advice – don’t sell)
• Links and link backs – SEO – be aware and use keywords
o Customize links names

COMPANY
Company buzz – monitor your brand, engage with good and bad feedback…

• Set up a company profile – opportunity to share basics and be searchable
• Secure your online Group profile (reserve your name), even if you don’t know how to use it yet (watch out for “domain squatters”)
• Marketing & Branding – “Free”
o Although it’s “free” it takes discipline and time!
o Social Networking Generates Leads, Closes Sales for Marketers
Stats (thanks Steve Carendar): http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=104386

2. Discover and use the tools : Develop your strategy
FIND YOUR REASON
Research
• Company health
• Industry health
• Reference checks
• Competitive analysis
• Pre call background
• Track companies – also Google Alerts
• VOC (Voice of the Customer)
• Market trends
• Discussions in groups
• Collaborate with experts

Networking
Replicates offline networking, same rules apply… it’s like dating, move slow and develop lasting relationships – connect in person when it makes sense.
Growing –it’s not just a numbers games, but numbers add credibility… think “first 10”: http://sethgodin.typepad.com/seths_blog/2009/04/first-ten-.html
• Short and long term strategy
• How much time will you devote
• Create goals and metrics to track benefits and results
• Consider — Adding to your signatures, business card, other marketing data
• Work your contact list first
o Upload your contacts and periodically revisit to see who’s joined
 I prefer not to invite people unless they are using it
o Upload your company contacts – be cautious, but could open the door to reconnecting or introduction to clients you don’t yet know (transitional client manager strategy)
o Ask your Linkedin connections for introductions – do this well and it may be more than enough
o Consider FB as source for contacts
o Consider groups if your list grows cold

Contacts, Partners, Leads…
New reason to reconnect
Updates great source for conversation starters
Promote others
Recommendations
Introductions
Job Search – the best time to find one, is when you don’t need to…
Communicate your services and offer free tid-bits to communicate your expertise
Groups
• Join relevant – -small groups are great
• If nothing exists – start one
o Associations, organizations, groups you are connected to or lead (Do it as a service for partners) i.e.
 Professional group
 Leads group
 Church
Marketing
Visibility
SEO & Google Page Rank
Personal & Corporate Brand
Research
PR
Awareness – VOC: listening to your customer, without the formality and filters from traditional focus groups and surveys
Polls
Learning
Groups
Answers
Polls
Find events

BONUS
Harnessing the Science of Persuasion:
1. THE PRINCIPLE OF Liking: People like those who like them.
THE APPLICATION: Uncover real similarities and offer genuine praise.
2. THE PRINCIPLE OF Reciprocity: People repay in kind.
THE APPLICATION: Give what you want to receive.
3. THE PRINCIPLE OF Social Proof: People follow the lead of similar others.
The APPLICATION: Use peer power whenever it’s available.
4. THE PRINCIPLE OF Consistency: People align with their clear commitments.
THE APPLICATION: Make their commitments active, public, and voluntary.
5. THE PRINCIPLE OF Authority: People defer to experts.
THE APPLICATION: Expose your expertise; don’t assume it’s self-evident.
6. THE PRINCIPLE OF Scarcity: People want more of what they can have less of.
THE APPLICATION: Highlight unique benefits and exclusive information.
“Harnessing the Science of Persuasion” – Robert B Calidini (HBR October 2001)
Do search for free digital review of article: http://wfxsearch.webfeat.org/clients/wfxisl/isl_qs.asp?cid=12240
Linkedin Answers Blog: http://linkedinquestions.wordpress.com/

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1. Jeff Goldman Says:
   April 27th, 2009 at 7:47 pm

   Here is a resource that I have developed. These are interactive sims that instruct users on numerous useful tasks one can do in LinkedIn, including using it as a CRM, customizing your public profile URL, filtering connections, etc.

   http://www.minutebio.com/LI/PowerTips.htm

   Jeff